It’s so pleasurable to take the time
Agency: Ogilvy Paris
Ogilvy Paris launch the first advertising using AI DALL.E outpainting feature for the French brand La Laitière and show in this ad how pleasurable it is to take time. Vermeer’s painting baptized “The Milkmaid” [La Laitière in French] portrays a dairy craftswoman in the middle of preparing a recipe. The masterpiece crossed centuries... until becoming, at the end of the 90's, the emblematic icon behind the French favorite Nestle yogurts and dessert brand, La Laitière.
Today, in the age of digital and web 3.0, the brand decides to take the iconic ad saga, created by Ogilvy Paris 25 years ago, into a new dimension. Using DALL.E new Outpainting feature that was demoed by the company a few days before with the painting ‘Girl with a Pearl Earring’ by Johannes Vermeer, the Ogilvy creative team realizes an extended version of ‘The Milkmaid’ by giving art direction in text prompt that the AI then responds to by generating new artwork imagery that’s in-keeping with the original “oil-on-canvas” masterpiece done by the paint brush of Dutch artist, Johannes Vermeer, over 350 years ago.
The extended scene now shows characters absorbed in a sort of suspended “ahh-ness” over the preparation of La Laitière, telling a broader story of Vermeer's painting outside the frame.
This professional campaign titled 'It’s so pleasurable to take the time' was published in France in September, 2022. It was created for the brands: La Laitière and Nestle, by ad agency: Ogilvy Paris. This Digital medium campaign is related to the Food industry and contains 1 media asset. It was submitted 6 months ago.
Presidents: Matthieu Elkaim, Emmanuel Ferry
Creative Directors: David Raichman, Julien Bredontiot
Artistic Directors: Patricia Dupuy, Frederic Siebert
Artistic Director Assistant: DALL.E
Motion Designer: Baptiste Joubert
Head of Sound: Johanne Kenniche
Business Partner: Hubert d’Arrouzat
Account Manager: Manon Roux